Marketing in the Social Era

It is a core role of marketing to spread ideas, ideas about brands, ideas about products, ideas about services, ideas about causes, ideas about the future. We want those ideas to spread to everyone who cares.

We use whatever and all the channels that are available to us to get those ideas out.

But the rules changed with the social internet, the media landscape changed, and when it did it didn't merely add digital or offer social media as a channel it undermined the marketer’s ability to manage the brand changed marketing fundamentally.

Marketing in the social era is not about adding a channel to the media list, it’s about understanding how all the communications tools are combined and building a strategy that takes advantage of that.